摘要：This paper explores the factors that influence the sales performance of sales people. Specifically, the objective of this study is to determine the relationships between role ambiguity, role conflicts, aggressiveness, enthusiasm, proactive, skills towards the sales income among sales people. All variables were measured from developed instrument using 7-point Likert-Scale: role ambiguity (6 items), role conflict (8 items), aggressiveness (5 items), enthusiasm (7 items), and skills (10 items) as exogenous variable while sales income (1 items) was measured using the ratio coding as endogenous variables. A total of 150 sales people, based on random sampling method selected from various age, gender and education participated in this study by responding to structured questionnaires. The instrument is validated using exploratory factor analysis (EFA) resulting in six similar components as the exogenous. The data was then analyzed using Structural Equation Modeling (SEM). The result shows that the goodness of fit indices of structural equation model are achieved at GFI=0.903, P-value=0.390, RMSEA=0.014 and ratio (cmin/df)=1.027. The finding supports one significant direct effect in the revised model, thus supporting the hypothesis regarding role conflict is positively related to sales income (β=0.509, CR=2.040, p<0.050).
关键词：Role Ambiguity; Role Conflict; Aggressiveness; Enthusiasm; Proactive; Skills; Sales Income; Sales Performance; Sales People
